Rescripting the Customer Experience for Work from Anywhere

Mar 23, 2021 9:00:00 AM

You know what I find especially irksome? A scripted call center agent saying my name too many times during their spiel. I find nothing LESS authentic than hearing my name inserted into a line that’s clearly being read verbatim from a screen. If this is what some brands think “personalization” is, we have a lot of work to do. 

Plus, with work from anywhere (WFA) as our not-so-new-anymore default, being genuine has taken on a whole new meaning. People are working from porches and closets and living rooms with virtual schooling happening in the background. So why do we want them pretending everything is perfectly scripted when we all know the truth?

Late last year Edify announced we’d offer no-code dynamic scripting inside of Huddle. In the press release we said: “Customers deserve immediate and accurate information and answers, which can be a challenge when agents are required to use static scripts that lack the flexibility needed to adapt to the conversational detours that are a natural part of customer interactions.” And really, what is a natural conversation without detours? Heck, what is life without detours??? Nothing is a straight line -- least of all human-to-human relations. 

So we must think through a few things. 

  1. When we script, let’s take a cue from Nicole Garrison and her recent ICMI article when she said,  “The best way to approach writing a call script is by writing as you speak.” Less robotic. More real.
  2. Things change organically and so customer service representatives should be able to go with the flow to give people the best, most authentic experience when dealing with your brand. Dynamic not static. Here are some tips.
  3. To script or not to script? That is also a question. Carve out a subset of superior agents and let them fly scriptless. Give them the training and the tools to act like they own the place and see what happens. Record, assess, coach, learn. These could be the best interactions your center has ever had, but you won’t know until you try. 

 

As my friend Shep Hyken says, “You can’t script sincerity.” And that’s worth more than a lot of things right now. 

Candace Sheitelman

Written by Candace Sheitelman

Candace Sheitelman brings more than two decades of marketing expertise to Edify, much of it focused on CX and the contact center. She's responsible for Edify's go-to-market strategy and execution. Sheitelman previously ran her own marketing communications firm and global marketing at Aspect. She earned her B.S. in Public Relations from the S.I. Newhouse School of Public Communications at Syracuse University. Learn more here.